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Build Your Brand Build Your Business By Susan Gunelius President & CEO KeySplash Creative, Inc. www.KeySplashCreative.com
What is a brand?
What a brand is  NOT .
A brand is not a logo.
A brand is not a product.
A brand is not a slogan.
A brand is not an ad.
A brand is not a company.
A brand is a promise. ,[object Object],[object Object],[object Object]
Brands that don’t keep their promises fail.
What  is  a brand?
The Elements of Branding ,[object Object],[object Object],[object Object],[object Object],Intangible Image Messages Promise Brand Perception
Tangible Brand Elements ,[object Object],AT&T uses Pantone  Process Blue as the  primary color and the  AT&T Clearview font for its  corporate identity, logo  and marketing materials.
Intangible Brand Elements ,[object Object],Harley Davidson communicates messages related to freedom and has an image of camaraderie.  When combined with the tangible elements of the Harley Davidson brand, the brand promise is clear and consistent.
3 Steps to Brand Building ,[object Object],[object Object],[object Object]
Brands are built by consumers, NOT companies. ,[object Object],It is essential that  building your brand is a  top priority for your business!
Brands are built from  Consumer Perceptions ,[object Object],[object Object],[object Object],Branding affects every part  of your marketing strategy.
Strong brands develop over time. ,[object Object],[object Object]
What word does your brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns
If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy  commercials are so successful. BRAND POSITIONING
Great Brand Examples
Take the  Brand Perception Snap Shot ,[object Object],[object Object],[object Object],Find the gaps and fill them!
How to Build a Brand
A.R.M.S. 4 Steps to Brand Building Success ,[object Object],[object Object],[object Object],[object Object]
Slow Down! ,[object Object],[object Object],What’s Twilight? Oh yeah, I’ve heard of Twilight before.  It’s that vampire book. I have to read Twilight. I keep hearing about Twilight.  It must be good. Have you read Twilight yet?  Everyone is talking about it. You have to buy Twilight!  I’m telling everyone.  It’s so good! Unaware Awareness Recognition Memory Spreading the Word Spreading the Word
Know Your Competition ,[object Object],[object Object],Exploit their weaknesses Differentiate your business from theirs Establish your unique niche Position yourself against them Seek out opportunities
Develop Internal Brand Advocates ,[object Object],[object Object],[object Object],If your employees believe in your brand promise,  they’ll want to advocate your brand.
The Role of the Brand Champion and Brand Guardian ,[object Object],[object Object],[object Object],[object Object]
The best brands have powerful  brand champions and brand guardians behind them.
The 21 st  Century Brings Us … ,[object Object],Get One!
Building Brands Externally ,[object Object],[object Object],[object Object],You must set and meet customer expectations,  or people will be confused and your brand will be meaningless.
Building Brand Loyalty When consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. The develop  confidence ,  trust , and  security  in the brand and choose it over other brands.
Brand loyalty can evolve into a Cult Brand. Cult brands are loved by specific groups of die-hard brand loyalists.
Cult Brands can grow into Relationship Brands ,[object Object],[object Object],[object Object],[object Object]
Relationship brands are powerful.
People look for new ways to experience and share relationship brands.
People talk about  the brands they love. ,[object Object],[object Object],[object Object]
Tools to Build a Brand ,[object Object],[object Object],[object Object],[object Object]
Brand Promotions ,[object Object],[object Object],[object Object],[object Object]
Marketing and Advertising Materials ,[object Object],[object Object],[object Object],[object Object]
Sponsorships ,[object Object],[object Object],[object Object],[object Object]
Events, Trade Shows, Conferences ,[object Object],[object Object]
Brand Identity Materials ,[object Object],[object Object]
Publicity ,[object Object],[object Object],[object Object]
Social media marketing  offers the  single largest opportunity  for entrepreneurs, small businesses mid-size companies, and  large corporations to  build their brands   and  build their businesses .
Social Media Marketing ,[object Object],[object Object]
The Proof ,[object Object],[object Object],[object Object]
Gary Vaynerchuk of WineLibrary.tv ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keys to Social Media Success ,[object Object],[object Object],[object Object]
The Marriage of Building Brands and Business through Social Media ,[object Object],[object Object],[object Object]
What are the popular  tools of social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
But where to begin?
Multiple departments can get a piece of the social media pie. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Step 1: Find Your Best Audience ,[object Object],[object Object],[object Object]
Example: Playboy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Surround people with branded experiences.
Southwest Airlines ,[object Object],Notice a REAL person is tweeting with you! Southwest Airlines can be found all over the social web.
Step 2: Content is Key ,[object Object],[object Object],[object Object]
Example: Walmart ,[object Object],[object Object],[object Object],[object Object],[object Object]
Jet Blue ,[object Object],The Jet Blue Twitter profile always shows who is “on duty” and tweeting!
Step 3: Research, Research, Research! ,[object Object],[object Object],[object Object]
Comcast ,[object Object],Look at all of this useful info!  And to make Comcast more human, you can even check out Frank’s family website and blog!
Step 4: Give More than You Receive ,[object Object],[object Object],[object Object]
Example: Whole Foods ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
H&R Block ,[object Object]
Step 5: Don’t Put All Your Eggs in One Basket ,[object Object],[object Object]
Example: Dell ,[object Object],[object Object],[object Object],[object Object],[object Object]
Google ,[object Object],[object Object],[object Object]
Social Media for Brand Building –  A Two Way Street ,[object Object],[object Object],[object Object]
How ALL Small Businesses Can Benefit from Social Media ,[object Object],[object Object]
5 Ways to Build Your Online Presence, Your Brand and Your Business  ,[object Object],[object Object],[object Object],[object Object],[object Object]
For Brand Building  Think Out of the Box ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Most important! ,[object Object],[object Object],[object Object]
Build Your Band of Brand Advocates across the Web ,[object Object],[object Object],[object Object],Bottom-line to social media success – active participation, relationship building, creating amazing content and engaging other people who then become your band of brand advocates.
Think of it this way … ,[object Object],Imagine you’re in a conversation with a person  and all he does is talk about himself.  Imagine that he  never gives you a chance to speak throughout the conversation.  Is this someone you’d want to continue speaking with now or in the future?  Chances are you’d want to run away as far and fast as you can.  The same holds true for social media participation.
Whatever you do ,[object Object],[object Object],[object Object],[object Object],Don’t be afraid to let consumers (and employees):
That’s where the power of your brand comes from.
Tips for Brand Building Success through Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Protect Your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter Alerts via TweetBeep: www.tweetbeep.com Google Alerts: www.google.com/alerts
10 Next Steps to Build Your Brand and Your Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
That’s how you a brand is created  and that’s how you use the social web  to  build your brand  and build your business!
Most Important JUST GET STARTED!
Contact Susan Gunelius ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Books by Susan Gunelius  (available on Amazon.com, BarnesandNoble.com, Borders.com & in book stores):

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Build Your Brand and Build Your Business

  • 1. Build Your Brand Build Your Business By Susan Gunelius President & CEO KeySplash Creative, Inc. www.KeySplashCreative.com
  • 2. What is a brand?
  • 3. What a brand is NOT .
  • 4. A brand is not a logo.
  • 5. A brand is not a product.
  • 6. A brand is not a slogan.
  • 7. A brand is not an ad.
  • 8. A brand is not a company.
  • 9.
  • 10. Brands that don’t keep their promises fail.
  • 11. What is a brand?
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
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  • 19. What word does your brand own? Owns Inexpensive Reliability Luxury Performance Owns Owns Owns
  • 20. If brands were people, who would you rather hang out with? There is a reason the Mac Guy vs. PC Guy commercials are so successful. BRAND POSITIONING
  • 22.
  • 23. How to Build a Brand
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. The best brands have powerful brand champions and brand guardians behind them.
  • 30.
  • 31.
  • 32. Building Brand Loyalty When consumers’ expectations and feelings about a brand are continually met or exceeded, they become loyal to it, knowing it will continue to meet those feelings and expectations in the future. The develop confidence , trust , and security in the brand and choose it over other brands.
  • 33. Brand loyalty can evolve into a Cult Brand. Cult brands are loved by specific groups of die-hard brand loyalists.
  • 34.
  • 36. People look for new ways to experience and share relationship brands.
  • 37.
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  • 43.
  • 44.
  • 45. Social media marketing offers the single largest opportunity for entrepreneurs, small businesses mid-size companies, and large corporations to build their brands and build their businesses .
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. But where to begin?
  • 53.
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  • 70.
  • 71.
  • 72.
  • 73.
  • 74.
  • 75.
  • 76. That’s where the power of your brand comes from.
  • 77.
  • 78.
  • 79.
  • 80. That’s how you a brand is created and that’s how you use the social web to build your brand and build your business!
  • 81. Most Important JUST GET STARTED!
  • 82.